Survey Says... How Nonprofits Fared on This Giving Tuesday

Each year, Giving Tuesday provides a chance to shift focus toward community impact amidst the consumer frenzy of Black Friday and Cyber Monday. This global day of generosity allows nonprofits to rally supporters around shared missions and values.

At Resilia, we work year-round to provide capacity-building services, helping nonprofit clients make the most of opportunities like Giving Tuesday. Let's review how nonprofits fared this year in harnessing this wave of goodwill, discuss what worked and where they struggled amid pressures, and explore how we can facilitate more resilient outcomes in 2024.

Key Survey Findings from 75 Nonprofits

Our survey revealed mixed Giving Tuesday results across three key areas:

1. Preparation and Planning
   60% proactively developed Giving Tuesday plans and campaigns in advance.

2. Fundraising Outcomes
   26% met/exceeded monetary fundraising goals.

   74% fell short of hoped-for contribution targets.

3. Other Goals and Hurdles
   13% set non-financial goals around volunteers, partnerships, and community engagement. Platforms like Resilia’s provide tracking for these metrics.
   Many noted donor fatigue amid desperate year-end appeals for limited dollars. One exasperated nonprofit leader said, "Our messages just get lost in the noise with so many groups desperately vying for year-end dollars."
   

What Engagement Strategies Saw Success?

Nearly all nonprofits that met or exceeded their fundraising goals utilized multiple channels to promote their Giving Tuesday campaign:

• 100% utilized social media

• 92% utilized email

• 67% utilized their website

• 25% utilized mailing campaigns

Other key points:

• 83% developed a Giving Tuesday plan in advance

• 50% focused messaging on storytelling around their mission and impact

• 50% set non-monetary goals like recruiting volunteers, increasing followers, garnering partnerships

One respondent saw success after challenging their board: “We utilized our Board of Directors and challenged them to each raise $1,000 from their networks.”

Another organized a matching gift: “We secured a matching donation beforehand and tracked progress on a dedicated online campaign page.” Both tactics require advance planning and engaging an organization's support network.

Strategies for Giving Tuesday 2024

Based on key insights and guidance from our nonprofit coaches, here are proactive tips to boost your 2024 campaign:

• Start planning early – develop next year's strategy over the coming months rather than scrambling at the last minute. Use available templates and playbooks.

• Prioritize repeat donors – Focus stewardship on converting new supporters into recurring monthly donors to provide reliable income amid variable campaign results.

• Diversify communication channels – Coordinate campaigns across email, social media, mail and website, working together to engage donors fully.

• Activate your network - Engage your board early with giving challenges. Leverage partnerships to spread awareness and bolster reach.

• Emphasize mission impact in messaging – Craft and reinforce stories of real people and communities empowered by donors' charitable gifts.

• Set S.M.A.R.T. goals across metrics – In addition to money raised, track engagement growth rates around volunteers recruited, partnerships created, event participation, etc.

While single-day drives remain essential, the path forward lies in building genuine yearly supporter connections grounded in shared values and community impact. Nonprofits must steward first-time donors into engaged, recurring advocates. Capacity-building investments should prioritize crafting compelling narratives that inspire lasting change.

At Resilia, our tools and coaching strengthen community ties and expand reach. By taking an integrated approach focused on education and empowerment, groups can transform transactions into lifelong transformations centered on their mission.

The key is transitioning from reactive donation drives to sustainable relationship-building across integrated channels. This promotes mission resonance despite market unpredictability. Our team stands ready to help assess capacities and customize integrated engagement strategies powered by proven technologies.

Let's build resilience together in 2024 and beyond!